Onstuimig

A letter to Brad Pitt that will boost your campaign

Posted by Marc van Gurp | 8-01-2014 21:45 | Category: Health



A letter to Brad Pitt to save himself from colon cancer

A letter to Brad Pitt to save himself from colon cancer. Or how a letter to Brad Pitt can boost a campaign. Because that is what happened with the newest campaign from the Belgium Stop Darmkanker (Stop Colon Cancer).

They sent a letter to Brad Pitt to 10 different addresses, from the Jolie-Pitt residence in France to Brad Pitt’s production company Plan B, hoping at least one of the letters will reach it’s destination. The complete letter was posted on www.dearbradpitt.com.

Why Brad Pitt? Because of his 50th birthday last December. From the age of 50 the risk of colon cancer is significantly higher. Good thinking by the campaign team!

The campaign quickly became a viral hit in Belgium and the Netherlands. And the final hit was given with Thunderclap.
Thunderclap is a crowdspeaking platform that helps people be heard by saying something together. It allows a single message to be mass-shared, flash mob-style, so it rises above the noise of your social networks. By boosting the signal at the same time.

314% of the goal was supported. With a social reach of 1,251,851 people. That’s enormous.

The letter for Brad Pitt including the colon cancer test:

A letter to Brad Pitt to save himself from colon cancer


The main goal was obviously something else. If colon cancer is detected early, there is a 95% cure rate. The test costs as little as 5 or 15 dollar. But in Belgium, as in many other countries, hardly anyone knows about it. Which is why the number of deaths is higher than that due to breast cancer.
The main goal of the campaign is achieved. People are talking about the test.

And Brad Pitt?
A host at the national radio tried to call Brad Pitt. Of course they didn’t get any further than the assistant of the assistant of the manager’s manager (or so), but they did confirm: they will send the letter to Brad Pitt.
Will he answer the letter? That’s unknown. Who cares.

UPDATE
This new case video is about the story and the campaign:


Advertiser:
Stop Darmkanker (Stop Colon Cancer)
Agency:
10







My comment



Comment:




Your comment will not be visible until a moderator approves it.








Some rights reserved 2005-2013 Osocio/Houtlust.
Disclaimer. Terms of use. Privacy statement.

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.







Support us

Do you like our blog? Support us with a donation.
We're non-commercial. We all make Osocio pro bono in our spare time and we can use some support.





image of a graduation cap

Recent in Academy


Is this eating disorder ad too sexy?

It’s a serious question. This woman has the typical idealized body of a model, and despite the scary body painting, the portrayal is undeniably drawing attention to her curves and bare skin. When I think about eating disorders, I try to imagine looking in the mirror and seeing a funhouse…
Read more

Book review: Hidden Persuasion

33 psychological influence techniques in advertising Designing for behavior change is our thing here on Osocio.  We discuss the wide area of social campaigns from all over the world. ‘Is it a good or bad campaign’ is our first question. And we often judge a campaign based on professional principles…
Read more


About Osocio

Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.
Read more

(the about page is also available in Bahasa Indonesia, Chinese 汉语/漢語, Deutsch, Español, Français, Italiano, Nihongo 日本語, Ivrit עברית, Filipino, Polski, Português, Russian Русский язык, Slovenčina, Suomi, Svenska and Türkçe)